1 08. (Contents) E-Commerce Marketing Mix – Collaboration 08. E-Commerce Marketing Mix – Collaboration E-Commerce Marketing Mix – Collaboration Contents • Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
1
08. (Contents) E-Commerce Marketing Mix – Collaboration
08. E-Commerce Marketing Mix – Collaboration
E-Commerce Marketing Mix – Collaboration
Contents
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
2
08. (Contents) E-Commerce Marketing Mix – Collaboration
Contents • 01. E-Commerce Waves • 02. E-Commerce Marketing • 03. E-Commerce Environments • 04. E-Commerce Consumer Behaviors • 05. E-Commerce Marketing Researches • 06. E-Commerce Marketing Goal • 07. Segmentation, Targeting, and Positioning • 08. E-Commerce Marketing Mix – Collaboration • 09. E-Commerce Marketing Mix – Contentware • 10. E-Commerce Marketing Mix – Commitment • 11. E-Commerce Marketing Mix – Communication • 12. E-Commerce Marketing Mix – Channel • 13. Website Establishment • 14. Integrated Marketing Strategy • 15. Internet Society and Law
3
08. (Lecture) E-Commerce Marketing Mix – Collaboration
Lecture
• Code: 166145-01 • Course: Electronic Commerce Marketing • Period: Autumn 2011 • Professor: Sangwon Lee, Ph.D.
08. E-Commerce Marketing Mix – Collaboration
E-Commerce Marketing Mix – Collaboration
4
08. (Lecture) E-Commerce Marketing Mix – Collaboration
01. Collaboration • Collaboration
• A method to deal with others or join together for mutual benefits among subjects on the network
• Based on interactivity
5
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• Importance • A customer on the internet is a partner. • New related concepts appear.
• Symbiotic marketing, linkage marketing, affiliate marketing, relationship marketing, …
• There could be a collaboration with even a competitor. • Cf. Coopetition = cooperation but competition • Ex. Covisint: an alliance company by GM, Ford, Chrysler, … for co-procurement
01. Collaboration
6
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• Types of Collaboration • B2C collaboration • B2B collaboration • C2C collaboration
B2C B2B C2C
01. Collaboration
7
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • B2C Collaboration
• Reciprocal actions between a company and a customer • A company provides a customer with customized information. • A customer provides a company with his/her information.
B2C
8
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• Importance of B2C Collaboration • Maintaining prolonged customer relationship
• Increasing efficiency of customer acquisition • Ex. Lifetime value
• Increasing customer participation • Decreasing cost of contentware production or marketing • Ex. Prosumer (= producer + consumer)
B2C
02. B2C Collaboration
9
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• An Example of B2C Collaboration • Dongyang Magic Corp. at www.magicmall.co.kr
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
02. B2C Collaboration
10
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• An Example of B2C Collaboration • Coolsavings at www.coolsavings.com
02. B2C Collaboration
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
11
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • B2C Collaboration Management
• B2C collaboration starts from understanding customers and providing them with contentwares that they need.
12
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Personalization of contentware • Real-time recommendation of productions/services • Campaign management
13
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Personalization of contentware • Providing what a customer likes and uses on the first page view. • It needs information about a customer. • Real competitive power comes from learning relationship between a company and a customer.
14
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Personalization of contentware • Process of learning relationship
Process of Learning Relationship
Stage 1 • Understanding needs and tastes of a customer by
interactions and feedbacks
Stage 2 • Satisfying a customer by personalization of
product/service • Maintaining information of a customer
Stage 3 • Learning needs of a customer by continuous
interactions with a customer.
Stage 4 • Securing a customer from a competitor by
continuous satisfaction
15
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Personalization of contentware • Methods of contentware personalization
• Rule-based filtering • Collaborative filtering • Learning agent
16
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Real-time recommendation of productions/services • Recommending product/service that a customer prefer to a customer in real time.
• It improves a customer’s fondness for a company.
17
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Real-time recommendation of productions/services • Methods of real-time recommendation
• Rule-based filtering • Collaborative filtering
18
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Real-time recommendation of productions/services • An example of collaborative filtering at www.amazon.com
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
19
08. (Lecture) E-Commerce Marketing Mix – Collaboration
02. B2C Collaboration • Methods of B2C Collaboration Management
• Campaign management • Planning/fulfilling/managing a marketing campaign for a customer.
• It is easily performed online rather than offline.
20
08. (Lecture) E-Commerce Marketing Mix – Collaboration
03. B2B Collaboration • B2B Collaboration
• Reciprocal actions between companies • A company exchanges information with other companies.
B2B
21
08. (Lecture) E-Commerce Marketing Mix – Collaboration
03. B2B Collaboration • Importance of B2B Collaboration
• Sharing resources and risks • Easy to approach and secure a market by cooperation • Create a new value by synergy effect
B2B
22
08. (Lecture) E-Commerce Marketing Mix – Collaboration
03. B2B Collaboration • Phenomena of B2B Collaboration
• Lively partnership among different industries as well as the same ones
• Sharing customers as well as transferring techniques • Partnership even with a competitor
23
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• An Example of B2B Collaboration • Shinmoorim Co. at www.moorim.co.kr • Hansol Co. at www.papermall.co.kr
03. B2B Collaboration
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
24
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• B2B Collaboration Management • Commission-based programs • Bounty/flat-fee referral programs • Click-through programs • Cost-per-thousand impression programs • Customer sharing programs • Banner sharing • Cooperative buying/selling
03. B2B Collaboration
25
08. (Lecture) E-Commerce Marketing Mix – Collaboration
• Effects of B2B Collaboration • Increasing marketing efficiency • Decreasing cost • Making synergy effect • Discovering new opportunities
03. B2B Collaboration
26
08. (Lecture) E-Commerce Marketing Mix – Collaboration
04. C2C Collaboration • C2C Collaboration
• Reciprocal actions between customers • A customer exchanges information with other customers.
C2C
27
08. (Lecture) E-Commerce Marketing Mix – Collaboration
04. C2C Collaboration • Importance of C2C Collaboration
• It improves profits or creating values by use of C2C collaboration • Establishing virtual communities • Establishing peer-to-peer environment
• It improves a customer’s fondness for a company. • Virtual culture plays a role of exit barrier.
C2C
28
08. (Lecture) E-Commerce Marketing Mix – Collaboration
04. C2C Collaboration • C2C Collaboration Management
• Virtual community • Establishing virtual consumer communities • Establishing virtual company communities
• Peer-to-peer (P2P) • Sharing information • Supporting virtual communities
Virtual Communities Examples
Virtual Consumer Communities
Locations Seoul, New York, Paris, …
Demographics Parents, Children, …
Themes Politics, Music, …
Virtual Company Communities
Vertical Industries Agriculture, Bio, …
Functions Procurement, Logistics, Marketing, …
Locations Seoul, Iksan, …
Businesses Exporter, SME, …
29
08. (Lecture) E-Commerce Marketing Mix – Collaboration
04. C2C Collaboration • An Example of C2C Collaboration
• Grugru P2P at www.guruguru.co.kr
Integrated Internet Marketing, Doohee Lee, Pakyoungsa
Related Documents
